Voting Behaviour in the UK

Voting Behaviour in the UK

1. Social Class

   • Terms often used: Upper (Wealthiest) , Middle (Professionals, skilled jobs) , Working (unskilled, low pay)
     • In the past Working classes usually voted Labour and "people in big houses" voted cons.
       • Changed due to the fact there isnt really a " traditional working class" anymore, for example - coal mining.
         • Social class has a declinging influence on voting it is still the most important LONG TERM factor influencing voters.
           • table shows: AB (professionals) and B (intermediates) are both at the top of class ranks and have the highest number of tory voters (37) compared to 25 DE (Unskilled) citizens
             • DE - highest number of Lab voters (48) compared to 28 AB Lab voters.

2. Gender

   • Women used to have strong bond with tories. If that wasn't the case then Lab would have probably won every post war election until 1979. Poor women tend to vote Lab bcos of their connections to the working class.
     • Mumsnet
       • Ahead of the 2010 election all 3 main leaders conducted web chats to "woo" middle class females.
         • In 2010, tories won clear majorities among women who have a high end career with a higher disposable income.
           • DC's cabinet reshuffle wants to increase the number and profile of female CM's in order to hold onto the vote. *2015 election results*

3. Age

   • Traditionally - younger voters more likely to vote for someone promising social changes (LIB/LAB)
     • Older/affluent voters - Cons
       • However, Tories promoting more youthful identity. Proven to work - in 2010 they improved among younger voters while maintaining it's votes from the elders.
         • 30% of Tory votes came from 18-24 year olds, equal to what LIB scored among that age group.

4. Media

   • Old Media
     • In 2010, the Mirror urged tactical voting in LIB marginal seats so LAB had more of a chance.
   • New Media